Custom Squarespace Website Design for a Boston-based Creative Director

The problem

Annie needed to update her portfolio website to more accurately reflect her work and capabilities in an increasingly AI-driven business landscape. She also wanted a more user-friendly, clear and interesting portfolio experience for her site visitors. The challenge was how to make all this happen on Squarespace.  

My task was to collaborate with Annie to strategically design and custom build a 4-page personal brand and portfolio site showcasing her expertise as a senior creative leader and position her for Director-level roles. 

The thinking

Showing Annie’s flexibility was key. We had to determine a way to present her portfolio range without things becoming cluttered or confusing, and make it happen all on one page. Squarespace doesn’t natively support some of the things we decided to do, but I found ways to make it happen with custom code, and create the site in such a way that Annie would not have a difficult time editing it herself later on. 

The method

First we developed a solid strategy. Then, working through several iterations, we developed a strong portfolio page that uses custom accordion drop-downs to showcase each case study. Each of the case studies show her scope and judgment alongside the work. 

Throughout the rest of the site, the logo strip plus testimonials from executives and colleagues establishes credibility quickly, and a robust About page speaks in Annie’s own voice and writing style. The restrained, editorial design demonstrates her taste, while a resume download, contact form, email, and LinkedIn link make it easy to connect with her for a conversation, which was our ultimate Call to action.

The outcome

Here’s what the website now provides for Annie Chin’s target audience:

• A fast overview: Within one scroll of the homepage the site visitor knows her level, her employers, and her specialty.

• Proof on demand: The site visitor can open the case study that matches their need, and the credits show exactly what her role was on each team.

• A sense of how she leads: The “How I lead” section and the testimonials help a hiring manager understand the culture fit before an interview.

• An easy next step: The site visitor can easily download the resume or reach out directly.

What this means is that Annie gets considered at the right level for her expertise, earns trust, stands out from other Creative Directors, attracts better-matched inquiries, and recruiters can find her at any time without her involvement. 

Annie’s new website is also a lasting asset she owns and can update herself, with full control of her own narrative, and of course, it’s something she loves and is proud to own.